[PASSBEC（中高级）新编剑桥商务英语口试必备手册]第五部分（电子版）

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1、conditions.Therearenotmanybrandsofthesameproductinthemarket,inotherwords,thesupplyislow,soIthinkwecanincreasethepriceofourproduct.B;Andasthestatisticsofthemarketresearchshow,thisproductisingreatneed.Sincedemandishigh,ofcourse,wecanincreasetheprice.A;That'sright

2、.Sofar,thecompetitionisnotfierce,andthemarketisnotsaturated,therefore,wecanincreasethepriceofourproductB;Notonlymarketconditionsshouldwetakeintoaccount,wemustalsoconsiderthebrandstrengthofourproduct.Ourbrandisrespectedandwellknown.Forthisreason,morepeoplearelik

3、elytobuyourbrandofproduct.A;It'strue.Duetothestrengthofourbrand,customersarenotlikelytoswitchtootherbrandsifweincreasethepriceoftheproduct.B;Sowecansellourproductatahigherpricethanourcompetitors.Besides,weshouldalsoconsiderthequalityofourproduct.Comparedwithmos

4、toftheproductsofthesamecategory,ourproductisofbetterquality,whichisshowninthesurvey—80%ofcustomersaremoresatisfiedwithourproductthanwithproductsofothermanufacturers.A-Yeah,it'strue.Ourproductismoredurableandreliable.Itseldomgoeswrong.Fewcustomerscomplainaboutou

5、rproduct.Therefore,wecanincreasethepriceabit.B:Inaddition,weshouldalsoconsidertheafter-salesservices.Ourcompanyoffersalongerguaranteeforthisproductthanothercompanies.Basedonthis,Ithinkwecanincreasethepriceoftheproduct.Follow-upQuestions1)Doyouthinkbrandswithhig

6、hequityconveyafinancialadvantageforacompany?(Why?/Whynot?)2)Whatarecharacteristicsofeffectivebrandnames?3)Howcanbrandloyaltybemeasured?4)Whatdoyouthinkarethecommonlyusedbrandstrategiesofcompanies?5))Doyouthinkitaproblemforcompaniestoprotecttheirtrademarksinfore

7、igncountries?(Why?/Whyriot?)SuggestedAnswers1)Yes,becausemarketshareandprofitsmarginsforthiscompanyarelikelytobegreater.2)Effectivebrandnamesareeasytopronounce,recognizeandremember.Theygivebuyersthecorrectconnotationoftheproduct'simage.3)Brandloyaltycanbemeasur

8、edinfourstages:brandawareness,brandacceptability,brandpreferenceandbrandinsistence.4)Oneisbrandextension,thatistheuseofapopularbrandnameforanewproductentryinanyunrelatedcate